Turning into the Volume Trend

Posted: March 5, 2007

One of the hottest trends in the hair care market today is volumizing. Consumers seek out the gravity defying, age defying, healthy and gorgeous benefits of volume through a number of commercially available volume-enhancing products. A recent Omnibus survey of 1,000 people in the United States revealed that 80% of the respondents who said volume is important also have a strong interest in increasing the volume of their hair. This information has helped to cast some light on the needs of consumers today and the kinds of products consumers may be willing to use in the future to achieve volume efficiently.

Consumers in the United States place a heavy emphasis on shampoo to obtain volume-enhancing effects. Volumizing shampoo products have been available for years, which suggests that there is a reasonably high level of satisfaction among volumizing shampoo consumers. Periodically, people question whether improvements can be made in the area of volumizing.

American consumers certainly have a number of options when it comes time to turn up the volume. American women have been shown to consider mousse the best option to achieve volume from a styling aid, while American men tend to utilize hair gel for volume-enhancing effects. This data can be used to find out who wanted volumzing effects from shampoo, styling aids and other products (Table 1).

Table 1: Product preferences in the USA